PERAN KOMUNIKASI PEMASARAN TERPADU DALAM MEMPERKUAT EKUITAS MEREK DI ERA MEDIA SOSIAL: SUATU TINJAUAN LITERATUR SISTEMATIS

Authors

Shely Dinar Thamara University Trunojoyo Madura
Muhammad Syarif Universitas Trunojoyo Madura
Pribanus Wantara Universitas Trunojoyo Madura

DOI:

Keywords:

Komunikasi Pemasaran Terpadu, Ekuitas Merek, Media Sosial, SLR

Abstract

Perkembangan media sosial membuat cara perusahaan berkomunikasi dengan masyarakat berubah besar. Dulu, promosi cukup lewat iklan di TV, radio, atau koran. Sekarang, orang lebih sering melihat dan berinteraksi dengan merek lewat platform seperti Instagram, TikTok, atau X. Di sinilah konsep Integrated Marketing Communication (IMC) jadi penting, karena perusahaan perlu memastikan semua pesan yang disampaikan—baik lewat iklan, konten digital, maupun interaksi online—tetap konsisten dan selaras dengan identitas merek. Artikel ini meninjau beberapa penelitian yang membahas hubungan antara IMC, media sosial, dan brand equity (nilai merek di mata konsumen). Dari hasil telaah, bisa disimpulkan bahwa penerapan IMC yang baik di media sosial dapat meningkatkan kesadaran, loyalitas, dan kepercayaan terhadap merek. Tapi, hal itu hanya bisa tercapai kalau pesan yang dibangun terasa jujur, relevan, dan disesuaikan dengan konteks budaya. Pada intinya media sosial bukan cuma tempat promosi, tapi juga ruang untuk membangun hubungan dan kepercayaan antara merek dan konsumennya.

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